Building Brand Narendra Modi Using Digital Marketing

1. Building Brand Narendra Modi
Using Social Media

2. Social Media as Effective Political Communication Tool
Politicians promote their
controlled speech and
present their point of
view without being
interrupted by journalists
or by media format
limitation.
Social media has given
privilege to the
politicians to post a
presumptive political
agenda and engage
voters around it. It also
helps to get the
feedback.
By means of social
media, political parties
or politicians can
mobilize public and
invites them to
participate in discussion
on some issues of public
interest.
By using the social media
tools, politicians and
political parties interact
apparently with more
efficiently with their
supporters, beyond
institutional and
bureaucratic rigors.
Social media is playing a
considerable new role in
Indian democracy.
Presently, political
parties are increasingly
embracing social media
to encourage people.
With the changing
scenario of Indian
Politics, political parties
and politicians have
found a new way of
reaching out to a
younger and aspirational
population.
It is really a long leap
from the times when
politicians were
dependant mainly on
posters, cardboard, cut-
outs, graffiti, banners
and personal canvassing
to win over voters.
Among major political parties in India, BJP has the biggest charisma in social media. BJP started using the social media even before
2009 general election, which it lost. In 2014 election, several senior leaders viz., Sushma Swaraj, Rajnath Singh, Arun Jaitley,
Narendra Modi and many more are on social networking sites. Social media is also credited with helping the new Aam Aadmi Party
and its candidate, Arvind Kejriwal, won a surprise victory in Delhi against major political parties

3. Social Media Presence of Narendra Modi
Among major political parties in India, BJP has the biggest charisma in social media. They started using the social media even before
2009 general election, which they eventually lost.
Many senior BJP leaders like Sushma Swaraj, Rajnath Singh, Arun Jaitley, Narendra Modi etc., are on social networking sites.
For
I want Narendra Modi as the Next PM of India
Narendra Modi for PM
Narendra Modi Fan Club
Narendra Modi for PM 2014
Against
I Hate Narendra Modi
Narendra Modi: The Biggest Terrorist of India
Criticism of Narendra Modi

4. The Absolute Winner of Social Media for Politics in India
Narendra Modi is one of the most famous politicians on social media. He joined
Facebook and Twitter in 2009 and became the first politician to use Google Plus.
Narendra Modi with approximately 1.3 million+ followers on Facebook page and
3.42 million+ followers on Twitter. He also has a YouTube channel which has
reached the 15,000 mark of subscribers and has more than 1500 videos.
Data: March 2014

5. Challenges of Building Digital Brand Narendra Modi
Three-time Gujarat chief minister was
a regional brand trying to go
national.
63-year-old was seeking to connect
with the youth considering that this
year's election had almost 150
million first-time voters.
Hindi and Gujarati speaking regional
politician trying also to connect with
the urban, middle-class audience that
is becoming more politically
conscious
The taint of the 2002 anti-Muslim
riots in Gujarat and image of Hindu
hardliner.
Narendra Modi has been seen as Gujarat’s Brand Ambassador. People share their experiences and stories that promote Gujarat as a
brand. He took the right steps to brand himself outside Gujarat even before he decided to move beyond the state but the journey of
branding Modi was not easy. The digital team of Narendra Modi has complete idea of internet marketing and has completely utilized
every aspect of it to become popular on the social media.

6. Aims of Narendra Modi Digital Media Campaign
Recognition of Narendra Modi as a
brand not only for state audience but
also for national audience.
Controlling and managing strongly
how he is projected. Work on
projecting him as face of
development & growth. and working
towards developing a secular image.
The development campaigns aims to
cross market his achievements on a
state and national level.
Design unique campaigns with focus
on state as well national elections.
Work effectively to counter
opposition’s ad campaigns in a
coordinated manner.
Indian politicians have usually been arrogant about marketing themselves. They have also been difficult products to be branded. In
the recent elections many successful chief ministers like Nitish Kumar and J. Jayalalithaa did not venture out of their home states to
brand themselves, Modi did, and he ventured out with aggression. He made his aggression seem decisive and hence desirable.

7. Elements of Digital Brand Narendra Modi
Success mantra :
Combination of
Thinking, Being
Desirous, Stabile and
Hardworking
Risk Taker, Never looking
back, not apologetic,
self-made, strong,
efficient, and inspiring
individual.
Transforming obstacles
into opportunity.
Sheer commitment in
whatever he does
Successfully created an
impression of being a
sincere, credible and
committed leader.
Master strategist, Long
Term Planning & Clear
Focus
Commitment towards
development of welfare
society
Modi’s transition from a politician to a brand has been carefully charted out. The branding team effectively worked on transforming
the brand image from a strong Hindu nationalist to India’s most popular prime ministerial candidate. However, Modi did not discard
his Hindu hardliner image completely. He wore his saffron colours with pride but did not let it rule his conversation.

8. Choosing the Right Tools to Connect
Narendra Modi has exploited the benefits of digital marketing to promote his brand image and spread the political messages by means
of the various digital marketing and social networks. Digital marketing helped him gain more transparency as it helped him engage with
voters around political decision-making processes. The digital marketing has also help find Narendra Modi ‘s view on topical themes
and on his political fights, biography, programme, communication literature, interests, photos and videos uploaded.
Official Site: Create a
personalized content
experience for each
website visitor
Digital Marketing: Create
a ROI oriented digital
experience with the help
of Display Ads, Video
Streaming, Native Ads,
etc.
Social Media: Create a
highly engaged social
media experience.
Email & SMS: Deliver
individualized messaging
throughout every step in
the customer lifecycle
Mobile Campaigns: Give
customers highly relevant
interactions – in store, in
app, and on the go
Analytics: It is important
to use a highly impact
analytics tool which
tracks ROI and
performance at each
stage of campaign.
CRM: Connect data,
distribute insights, and
automate interactions
across all of your
marketing technology
AnalyticsSocialWebsite Mobile
CRM
Email & SMSDigital

9. Making of Digital Brand Narendra Modi
Narendra Modi’s
website and blog
narendramodi.in is
well designed and
social media
integrated.
Facebook: 17.9
million fans of
Narendra Modi
could track every
move during the
campaign on
facebook.
Google+: 1.4 Million
active followers of
NaMo is now one of
the most followed
politicians on
Twitter.
Social Media Marketing works on one key concept – Interact and connect like real people. The smartest move by the party was –
promoting Narendra Modi’s name and clear cut face everywhere on various platforms rather than BJP. They ensured a strong online
presence across social media channels – Facebook, Twitter, Google+, and YouTube to keep their voters connected.
YouTubeFacebook
Website Google + Analysis
TwiterEmail & SMS
Email and SMS was
used effectively to
profiled database
for information
sharing, donations
and engagement,
Twitter: 4.85 Million
active followers of
NaMo. After Obama,
he is now one of the
most followed
politicians on
Twitter.
YouTube: .16 million
followers and 18
million Views of
3400+ uploaded
videos of speeches
and interviews.
The team used
effective digital
marketing tools to
analyse
engagement, and
sentiments to bring
in effectiveness.

10. Building Up a Digital Marketing War-Room
It is harmful to entrust
the complite election 2.0
work to a single person. It
is important to have
seprate but integrated
team for content and
political strategy
Electoral campaign staff
must include a strategic
coordinator for online
communication
Understanding the overall
strategic indications of
the campaign: strategy,
positioning, key words,
opponent’s behavior,
monitoring the content
production.
hHaving talks with the
various area coordinators
so that the strategy
becomes homogeneous.
Have a election war-
room.
It is more important that
the social media staff is
made up by people who
have communicative and
creative skills rather than
by political tactics
experts. This should be
guided by political
experts.
The coordinator has to
compensate for the
possible lack of political
vision and, in a certain
way, to protect his staff
so that they can work
well and usefully, only
focusing on the
technical/creative
components of their role
In order to support the
coordinator for new
media it is highly
recommended to rotate
experts who will deal
with the “raw” creation
of contents.
Managing the web communication of a political figure requires the same effort as the one
necessary to set up a press office or a team which deals with media planning and event
planning. Professionals from IIT, IIM, Harvard like Rajesh Jain, B Mahesh, Arvind Gupta are
the man behind Narendra Modi’s 3.67 million Twitter followers and 12 million likes on
Facebook.

11. Thanks!
Mobile: 91 9900590943 | Email: braj@braj.in | Blog: braj.in